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Let Them Eat Cake: Marketing Luxury to the Masses - As Well As the Classes

by Pamela Danziger (Author)
4.1 out of 5 stars 12 ratings
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This book shows marketing professionals how to position their products to take advantage of the $77.7 billion luxury market.
In Let Them Eat Cake: Marketing Luxury to the Masses As Well as the Classes, readers will get the first research-based study of the 15 million truly affluent households that make up the leading edge of the new luxury market. Pamela Danziger notes that the luxury market is changing radically from the conspicuous-consumption consumers of the 1990s. Danziger conducted a two-year research study of luxury consumers with incomes of $75,000 and above and discovered a totally new type of luxury consumer. Called the "butterflies," these most affluent of affluent consumers have emerged from their luxurious cocoons and are turning their focus from the home to the outside world. Designed to give marketing practitioners an insight into what luxury means to the consumer, Let Them Eat Cake covers the natural evolution as today's luxuries become tomorrow's necessities, as products move "from the classes to the masses." Readers will learn:
* How to "get it right for the masses" and how to "get it right for the classes" with profiles of companies that exhibit best practices in luxury marketing.
* Why luxury isn't about material things or how much something costs. It is how the product or service connects with the dreams, desires, and passions of the consumer.
* The different drivers and motivators for luxury consumers. Danziger outlines the purchase behavior and preferences in the nine categories of home luxury products (e.g., furniture, art, antiques), four personal luxuries (e.g., automobiles, fashion), and six experiential luxuries (e.g., luxury travel, spa/beauty treatments). As businesses compete in an increasingly crowded marketplace, Danziger also describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands.
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  1. ISBN-10
    9780793193073
  2. ISBN-13
    978-0793193073
  3. Publisher
    Kaplan Test Prep
  4. Publication date
    January 1, 2005
  5. Language
    English
  6. Dimensions
    6.25 x 1.25 x 9 inches
  7. Print length
    352 pages
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Editorial Reviews

About the Author

Pamela N. Danziger is a national consumer marketing expert and the president of Unity Marketing, a research and consulting firm serving luxury brands.

Product details

  • ASIN ‏ : ‎ 0793193079
  • Publisher ‏ : ‎ Kaplan Test Prep
  • Publication date ‏ : ‎ January 1, 2005
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 352 pages
  • ISBN-10 ‏ : ‎ 9780793193073
  • ISBN-13 ‏ : ‎ 978-0793193073
  • Item Weight ‏ : ‎ 1.4 pounds
  • Dimensions ‏ : ‎ 6.25 x 1.25 x 9 inches
  • Customer Reviews:
    4.1 out of 5 stars 12 ratings

About the author

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Pamela N. Danziger

Pamela N. Danziger

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Speaker, author, and market researcher Pamela N. Danziger is internationally recognized for her expertise on the world’s most influential consumers: the American Affluent, including the HENRYs (high-earners-not-rich-yet) mass affluent.

As founder of Unity Marketing in 1992, Pam leads with research to provide brands with actionable insights into the minds of their most profitable customers.

Pam is a member of the renowned Leaders in Luxury + Design panel recognized by The Home Trust International. She received the Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum in 2007. She was named to Luxury Daily’s Luxury Women to Watch in 2013. She is a member of Jim Blasingame: The Small Business Advocate’s Brain Trust and a contributing columnist to The Robin Report and Forbes.com.

A prolific writer and blogger, Pam is author of eight books, including her latest "Marketing the Luxury of Interior Design" and "Home for HENRYs: Meet the New Customers Home Décor Marketers Are Searching For — High-Earners-Not-Rich-Yet," which launches a series focused on the mass-affluent HENRYs who are the changing face of America’s affluent consumer marketplace.

In 2016 she added "Shops that POP! 7 Steps to Extraordinary Retail Success," to her bibliography. It reveals the secrets to crafting a retail shopping experience that’s irresistible to high value shoppers.

As a luxury market expert, Pam is frequently called on to share research-based insights with audiences and business leaders all over the world.

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4.1 out of 5 stars
12 global ratings

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Top reviews from the United States

  • Kcorn
    5.0 out of 5 stars More than a simple "marketing" book...very impressed!
    Reviewed in the United States on February 22, 2006
    Verified Purchase
    According to this author, it can be tougher than ever to sell luzury goods to the American consumer. In the past, factors like snob appeal and appeals to class and "taste" were enough to get people to buy certain items. They wanted to appear to be "in the know" or to be like certain people who were.

    These days, it is much harder to get people to buy luxury items, to drop the bucks and make the purchase seem worth the price. The difference between the past and the present? Creating a total and even MEANINGFUL experience, convincing the buyer that purchasing a particular item or experience will enhance his or her life. They might even want to feel that spending a zillion bucks is a PRACTICAL decision.

    The author not only explains why buyers purchase luxury items today but will show you how to go about convincing them to buy YOUR items. If you aren't in the business of selling luxury items, you'll still find this a fascinating read - as it shows you WHY you might fall prey to the appeal of certain "luxury" goods, for better or worse.
    9 people found this helpful
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  • Oi Willey
    4.0 out of 5 stars The truth about luxury
    Reviewed in the United States on April 4, 2008
    Undiscovered information about the luxury fashion business. Realistic views with psychological analysis of consumer behaviour.
    One person found this helpful
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  • Soda
    5.0 out of 5 stars Thorough and Well Organized
    Reviewed in the United States on November 13, 2005
    In this book, the author gives a thorough analysis on the contemporary U.S. luxury market and presents principles to the marketers who would like to capture this market successfully.

    In the first two chapters of the book, the author defines today's luxury market and the term "new luxury." In short, new luxury is more about experience than about money or expensive things, although such an experience cannot be obtained without money. As Americans, especially the baby boomers, have more disposable income to spend, what they crave is the experience of self-actualization and expression of individuality. This is different from the old snobbish and arrogant concept of luxury, which emphasizes exclusivity. For example, having some quietness for taking a cup of good coffee while enjoying the view of the city is counted as a luxurious event by some people.

    In chapter three, the author defines the consumers in this luxury market with basic demographic information. In subsequent chapters, discussion continues along the four traditional Ps in Marketing: Product (what different luxury consumer groups buy and why), Price, Promotion, and Place (where they shop). One interesting finding is the fact that, these shoppers are frugal and they are bargain hunters. They buy everything on sale unless sales are not common in a category, such as fragrances and beauty products. They do not need to shop this way but do so because they are wise and value-conscious.

    Then the author's writing turns to the marketers with important advice derived from the nature of this market, distinguishing the myths from the facts. The last chapter is a summary of the book.

    The contents of this book are based on empirical research performed by the author and her colleagues. In addition,

    it includes the personal opinions of many people doing business in the luxury market. These interview excerpts add valuable practical information to the book and enhance the validity of the contents. The writing style of the author is clear and easy to understand.

    I see this book as another step beyond Trading Up. It gives an even more focused treatment to this social trend of consumer spending. The title of the book, Let Them Eat Cake, is derived from the author's statement "Let your consumers go to Wal-Mart to get their plain white bread, but when they come to you, `let them eat cake here!'"
    18 people found this helpful
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  • Jason Goodman
    5.0 out of 5 stars Excellent! A Must Read!
    Reviewed in the United States on August 16, 2013
    Let Them Eat Cake is an excellent read on marketing luxury items to the masses. It helped me tremendously with a biz I used to own. I recently saw Pam Danziger on a CNBC special documentary called The CostCo Craze, Inside the Warehouse Giant. She did an excellent job of explaining & talking about the "warehouse giant" & their techniques, etc. It was truly fascinating. Pam's name stuck in my head after I watched the documentary, then later I realized I had read this book she had written. I have recently brought it back out to go over again. I also plan on purchasing some of Pam's other books. Her latest one, "Putting the Luxe Back in Luxury" looks awesome! I will do a review on it after I read it & the others too as I read them. StaySm:)ing folks! : )
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  • John Matlock
    5.0 out of 5 stars WalMart Owns the Bottom Market, Move Upscale
    Reviewed in the United States on January 28, 2005
    The up-scale market is where you almost have to go in face of WalMart. It's also where the money is. The affluent consumers have incomes two-and-one half times larger than the average and their households spend twice as much on all kinds of consumer goods and services. This book, based on original research conducted by the author defines exactly this consumer, how to market to them, and how this market has changed as the Baby Boomers have evolved into this segment. The research was conducted on the top 25% of US households with an income of over $75,000.

    The author is a nationally recognized expert specializing in consumer insights and president of Unity Marketing, a marketing consulting firm she founded in 1992.
    7 people found this helpful
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  • Love4food
    1.0 out of 5 stars Very disappointing
    Reviewed in the United States on July 24, 2006
    This is one of the two books that I purchased about luxury products, the other being Trading Up. After seeing the recommendations on this book I thought it would be an insightful read, instead it regurgitates the form and data of "Trading Up." The author also makes note of the book.

    I was dissapointed by this book and the way it was written. The author presents a deluge of data and consumer opinions. There are numerous charts that present surveys and polls but the book fails to extrapolate on the data. In numerous occasions, references to specific years in which a certan luxury good had higher growth or lower growth are cited but the author failed to site why and if this trend would continue. It also fails to describe why luxury goods companies have done so well. Only a brief page or two is written about a company and it's products but fails to establish what drives demand for luxury goods.

    The book scratches the surface of the psychological buying factors for luxury goods, other than for the "experience." For a much better read, read Trading Up.
    16 people found this helpful
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